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Downy Total Care partners with Ann Taylor LOFT
26 Sep '08
4 min read
With a strong parallel between Tide and Downy's target consumers and LOFT's clientele, the partnership with the stylish and versatile women's apparel brand adds credibility behind the Fashion Care movement while reinforcing the new product benefits.
"The LOFT brand provides clients with fashionable clothing that offers great style and quality at surprising prices, enabling women to look and feel their best everyday," said Diane Holtz, Executive Vice President of LOFT.
"Approximately two-thirds of LOFT's product is washable, which is a key benefit in terms of convenience and value for our clients. We have partnered with Downy Total Care to provide LOFT clients with a groundbreaking and easy way to keep their clothes looking beautiful," Ms. Holtz added.
The holistic, multi-touch point partnership is highlighted by National print advertising, co-branded interactive components, and a robust marketing program within over 450 LOFT stores across the country.
The in-store elements, which will all play a vital role at the events, include wardrobe room decals, hanger tags, gift with purchase, product sampling, and a customized in-store magazine.
"Together with Ann Taylor LOFT, we're providing value to our customers by delivering amazing product benefits to care for clothing. We want women to know that washable fashions can last from season to season." – Mary Pochobradsky
As part of an online campaign to support the launch, Downy has also introduced a new Web site, with myShape.com, the Personal Shop for women on the web.
Women can discover their individual shape and color palette, and view a personalized "Look Book" that is always current with fashions that feature the best looks for their shape. Plus they can receive exclusive style tips from Jorge Ramon and advice on how to care for clothes so they continue to look new over time.
"The LOFT brand provides clients with fashionable clothing that offers great style and quality at surprising prices, enabling women to look and feel their best everyday," said Diane Holtz, Executive Vice President of LOFT.
"Approximately two-thirds of LOFT's product is washable, which is a key benefit in terms of convenience and value for our clients. We have partnered with Downy Total Care to provide LOFT clients with a groundbreaking and easy way to keep their clothes looking beautiful," Ms. Holtz added.
The holistic, multi-touch point partnership is highlighted by National print advertising, co-branded interactive components, and a robust marketing program within over 450 LOFT stores across the country.
The in-store elements, which will all play a vital role at the events, include wardrobe room decals, hanger tags, gift with purchase, product sampling, and a customized in-store magazine.
"Together with Ann Taylor LOFT, we're providing value to our customers by delivering amazing product benefits to care for clothing. We want women to know that washable fashions can last from season to season." – Mary Pochobradsky
As part of an online campaign to support the launch, Downy has also introduced a new Web site, with myShape.com, the Personal Shop for women on the web.
Women can discover their individual shape and color palette, and view a personalized "Look Book" that is always current with fashions that feature the best looks for their shape. Plus they can receive exclusive style tips from Jorge Ramon and advice on how to care for clothes so they continue to look new over time.
Procter and Gamble
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